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10 Website Mistakes to Avoid to Drive Online Applications

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Laurie McLachlan, the SVP of Marketing at Andera, reviews 10 easy things financial institutions can do to increase conversion and turn website visitors into customer or member applications. To hear audio visit: http://www.andera.com/resources/videos.aspx?altTemplate=ResourceDetail&nId=/videos/best-practices/10-website-mistakes-to-avoid-to-drive-more-online-applicants.aspx

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10 Website Mistakes to Avoid to Drive Online Applications

  1. 1. 10 Website Mistakes to Avoid toDrive More Online Applicants1
  2. 2. 10 Website Mistakes to Avoid toDrive More Online ApplicantsSeptember 6, 2012Featuring Laurie McLachlan, VP Marketing
  3. 3. Hello We’re glad you’re here! We’ll start soon. A video of this presentation will be sent to you next week. Email questions to: info@andera.com While you’re waiting, register for our next webinar: “How to Deal with Thin Credit Files Online” Wed September 19, 2012 2:00 PM - 3:00 PM EDT http://bit.ly/thincreditfiles3
  4. 4. 4 Who We Are • Financial software company 550 • 550+ customer institutions 508 520 • Over 90 employees 443 • Based in Providence, RI; offices also 358 379 in San Francisco and New York Customers 260 232 193 143 111 82 58 37 23 2 10 2004 2005 2006 2007 2008 2009 2010 2011 2012
  5. 5. 5 What We Do We simplify deposit account and loan origination online, in branches, out in the field, and over the phone. 550+ Clients 40+ Integrations
  6. 6. 6 Today’s Focus Design Convert Advertise Sell
  7. 7. 7 The Goal o Maximize the % of qualified visitors who click to apply online. Website Online Application
  8. 8. 8 Online Account Opening Funnel
  9. 9. 9 Our Approach 1. Focus on overcoming barriers. 2. Keep it simple. 3. Avoid more subjective areas.
  10. 10. 10 10 Point Scoring System Yes, met criteria: 1 point No, did not meet criteria: 0 points
  11. 11. 11 Sample Report Card
  12. 12. Sell the Benefits ABC12
  13. 13. Be Clear About Key Features13
  14. 14. 14 Make it Available o Online banking o Home page o Product pages
  15. 15. Make it Obvious
  16. 16. Provide a Smooth Transitiono Working linkso No speed bump AnyBank warning Anyban k Anyban Anyban k k Anyban k Anyban k
  17. 17. Speed Bumps Not RequiredFDIC provides this guidance:"Financial institutions should use clear and conspicuouswebpage disclosures to explain their limited role andresponsibility with respect to products and services offeredthrough linked third-party websites.“However…"This guidance …does not apply to operational links from afinancial institutions website to a third party service providerthat is providing services on behalf of the financialinstitution, e.g., a link to the institutions Internet bankingservice provider."
  18. 18. Reassure ThemUse branded urls
  19. 19. Keep Them Focused
  20. 20. Questions and Wrap UpRegister for our next webinar:“Dealing With Thin Credit Files”Wed, Sep 19, 2012 2:00 PM - 3:00 PM EDT http://bit.ly/thincreditfilesAdditional questions:info@andera.com

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